The ‘new news Sheriff in town’

Fortune magazine reports on an advertising stoush involving Kellogg and the controversial US news site Breitbart.

Kellogg to Stop Advertising on Breitbart Over Values Difference

Cereal maker Kellogg said on Tuesday it would stop advertising on, saying the far-right news site’s values conflict with its own.

The popular site, until last summer run by Steve Bannon, one of President-elect Donald Trump’s top advisers, has been criticized by many as having a racist, misogynistic and anti-Semitic slant. Kellogg’s move stemmed from customer complaints, according to the company, which makes popular cereal brands like Corn Flakes and Rice Krispies.

“We regularly work with our media buying partners to ensure our ads do not appear on sites that aren’t aligned with our values as a company,” a Kellogg spokesperson told Fortune in an e-mail statement. “This involves reviewing websites where ads could potentially be placed using filtering technology to assess site content. As you can imagine, there is a very large volume of websites, so occasionally something is inadvertently missed.”

Fortunecould not immediately reach a Breitbart representative, but the site slammed Kellogg for the move, telling the Associated Press in a statement that Kellogg’s move was “to its own detriment” given the size of its readership. According to ComScore, the site had 19.2 million unique monthly U.S. visitors in October, significantly up from a year earlier and a record for the site.

Kellogg’s move was an act of “economic censorship of mainstream conservative political discourse” and is “as un-American as it gets,” Breitbart said in its statement to AP.

Some claim that the way that Breitbart operates is not very ‘American’.

Other brands have also pulled ads on Breitbart, including Allstate, Nest, EarthLink, Warby Parker and SoFi, according to Digiday. Last week, AppNexus deactivated Breitbart News after an audit of the site’s content determined that it violates the advertising network ban on hate speech.

Advertisers can and should choose who they want to associate their advertising with.

Whale Oil sees similarities with it’s own problems with advertising and revenue in Advertising is New Media’s Achilles heel.

Advertising revenue is Whaleoil’s Achilles heel too, which is why we have introduced our new subscription model.

When you subscribe to Whaleoil you get the benefit of google ad-free content while helping to bullet-proof Whaleoil from left-wing attacks on our advertising revenue.

And from advertisers choosing who not to be associated with.

Breitbart News is the new News sheriff in town and is expanding rapidly but the establishment who preferred the old News sheriff still have a few bullets in their arsenal. If they can’t beat the new News by being better they will instead try to beat it by crippling it economically.

It is a bit like the ageing Sheriff with arthritis trying to get rid of his rival not in a gun fight but by talking the local store into refusing to sell him any supplies for his ranch. He might be the better gunslinger but how long can he last without any supplies?

A quaint martyrish metaphor, but business is business when it comes to advertising.

With your support , we can ensure that Whaleoil becomes the new News Sheriff in town.

Hardly new – Whale Oil has been firing shots at old media for a decade. And this ‘News Sheriff ‘ has a bit of a tarnished star.


Leave a comment


  1. Joe Bloggs

     /  2nd December 2016

    News Sheriff? Slater’s opinion of his own self-worth is vastly over-inflated….. and more appropriately described as New Zealand’s own alt-right hate-speech and rumour mill, where ‘truth’ is a saleable commodit, hiding behind a facile freedom-of-speech argument.

  2. Corky

     /  2nd December 2016

    Kellogg’s…. lol. What values?. The company was founded by a head case who had a thing about ” pleasure” Good riddance. Their cereal is nutritional crap anyway.

    Where’s i Arty on this matter? Get your spurs on, son.

  3. Klik Bate

     /  2nd December 2016

  4. Rufus

     /  2nd December 2016

    Pete can you use some paragraphing and features to distinguish your comments from quotes? On a mobile it’s far too hard to read and comes out as though it’s all just your comment.

  5. lurcher1948

     /  2nd December 2016

    OPPS has kelloggs upset the local racist ALT-RIGHT nutters who post onYourNZ trying to save the anglo-saxon master race and as a PROUD white poster i dont give a fu*k im proud i don’t wear a white sheet over my head

  6. Kitty Catkin

     /  2nd December 2016

    I remember when a cretinous remark by Paul Holmes cost the show its major sponsor-was it Mitsubishi ?

    Good for Kelloggs, they are under no obligation to any company. If they don’t like the values, that is their prerogative.

    • Klik Bate

       /  2nd December 2016

      BBC reports: ‘Breitbart urges its readers to boycott Kelloggs after cereal maker pulled its ads’

      Never underestimate the power of advertising!

      Stock price plummeting…..

      • Kitty Catkin

         /  3rd December 2016

        It didn’t do the car firm any harm.

        • Blazer

           /  3rd December 2016

          if you are talking about Mitsi…a shrinking market share and …you have no idea!

          • Kitty Catkin

             /  3rd December 2016

            If they did have one, I doubt if it was because they stopped sponsoring Paul Holmes. I would guess that it was because of the competition from KIA and other companies.

          • Kitty Catkin

             /  3rd December 2016

            It shrank worldwide for a while (this is hardly likely to have been because of Paul Holmes no longer being sponsored by them in NZ after he called Kofi Annan a cheeky darkie) and has since come right back up.

  7. “Advertising is New Media’s Achilles Heel” ….?

    Grow a brain! Perhaps more accurately, grow a heart-brain connection …

    Lack of principles and misguided ethics is New Media’s Achilles Heel …

    As for Kellogg, as I understand it they’re the company who first added sugar to breakfast cereal, hence promelgating the West’s rampant ‘sweet tooth’ sucrose addiction, chronic tooth decay, associated dental and medical ‘repair’ industries and, not least, target marketing children …

    For Kellogg’s to be taken down by the Alt-Right’s Brietbart is nearly the ultimate in irony …

    The ultimate in irony is a Warehouse ‘Pop Up’ in Kawakawa over Summer … from the community-minded store with the ‘eco-business’ founder … Oh … FFS !!!


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